Dr. Brian Chi Bo WONG

Assistant Professor

E-mail:  cbwong@hksyu.edu
Telephone:    +(852) 2804 8534
Office: RHB 415
Academic Qualifications
  • PhD in Business and Management, University of South Australia, Australia
  • MSc in Business Information Technology, Manchester Metropolitan University, UK
  • MA in Marketing Management, Manchester Metropolitan University, UK
  • MBA, Cardiff University, UK
  • BSc (Hons) in Information Engineering, University of Manchester, UK
Professional Qualifications
  • Chartered Marketer, The Chartered Institute of Marketing, UK
  • Full Member, The Chartered Institute of Marketing, UK
  • Diploma in Marketing, The Chartered Institute of Marketing, UK
Courses Taught
  • BUS 304 Marketing Strategy
  • BUS 340 Internet and Social Media Marketing
  • BUS 472 Capstone Project II
  • BUS 502 Marketing Communications and Brand Management
  • BUS 521 Digital Marketing and Internet Consumer Behavior
  • BUS 541 Master’s Project
Selected Publications

  1. Wong, C.B., Liang., Y. (2023). Unravelling purchaser retention: exploring the influence of direct and moderating factors for single and multiple NFT platform purchasers. Advances in Science, Technology and Innovation. Springer. forthcoming.
  2. Wong, C.B., Liang., Y. (2023). Unveiling the Complexities of purchaser retention in non-fungible token (NFT) platforms: Investigating direct, strengthening, and constraining moderating factors for single and multiple NFT purchasers. International Experts for Research Enrichment and Knowledge Exchange International Conference on Disruptive Technologies: Innovations & Interdisciplinary Considerations, Greece.
  3. Wong, C. B., Law, M., & Wu, W. C. B. (2023, February). Determinants of Customer Loyalty: A Green Marketing Perspective. In 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022) (pp. 447-462). Atlantis Press.
  4. Wong, C.B., Law, M., & Qi, J.Y. (2021, March). Factors Influencing Continuance Intention towards Mobile Banking Services in China. Paper Presented at the Evolution of Digital Entrepreneurship, FinTech and FinReg, Hong Kong. https://digitalefin.hksyu.edu/index.php/category/conference.
  5. Wong, K.L.K., Wong, C.B., Wong, W.Y., & Wong, M.S. (2020). Moderators affecting relationship between student satisfaction and student retention in self-financed tertiary education sector: A conceptual research model. Journal of e-Learning and Higher Education, Vol. 2020 (2020), DOI: 10.5171/2020.292250.
  6. Wong, C.B., Wong, K.L.K., Wong, W.Y., & Ng, H.C. (2018). The moderating effect of relationship termination costs in the link between relationship commitment and intention to stay: An empirical study of self-financed tertiary education institutions in Hong Kong. 32nd IBIMA Conference: Vision 2020: Sustainable Economic Development and Application of Innovation Management from Regional expansion to Global Growth (pp.6530-6543), Seville, Spain, ISBN: 9781713812418.
  7. Wong, C.B., Wong, K.L.K., Ng, H.C., & Chou, C.P. (2018).  Rewarding and punitive switching barriers in a continuous purchasing setting: impact of relationship age. Journal of Electronic Banking Systems, Vol. 2018 (2018), DOI: 10.5171/2018.812508.
  8. Wong, C.B., Wong, K.L.K., Wong, M.H., & Wong, M.K. (2017). Switching barriers that help retain online retail banking users:  A study of basic and advanced users. 29th IBIMA Conference: Education Excellence and Innovation Management through Vision 2020 (pp. 2956-2969). Vienna, Austria. ISBN: 978-0-9860419-7-6.
  9. Wong, C.B., Wong, K.L.K., Wong, M.H., & Chan, E.W.C. (2016). Use of switching barriers to retain customers: Online retail stock traders in Hong Kong. GSTF Business Review, 4(4), pp.93-98. DOI: 10.5176/2010-4804_4.4.401.
  10. Wong, C.B., Wong, K.L.K., Ng, H.C., & Wong, M.H. (2013). Mainland Chinese tourists’ expectations, perceived performance of and satisfaction towards shopping malls in Hong Kong. GSTF Business Review, 2(3), pp.134-139. DOI: 10.5176/2010-4804_2.3.230
  11. Wong, C.B., & Wong, K.L.K. (2013). Perceived usefulness of Internet for adopters and non-adopters: An empirical analysis of retired senior citizens in Hong Kong. GSTF Journal on Computing, 2(4), pp.55-60. DOI: 10.5176/2251-3043_2.4.210.  
  12. Wong, C.B., & Wong, K.L.K. (2012). The moderating effect of switching barriers: Online stock and derivatives trading. GSTF Business Review, 2(2), pp.245-251. 
  13. Wong, C.B. (2012). Facebook usage by small and medium-sized enterprise: The role of domain-specific innovativeness. Global Journal of Computer Science and Technology, 12(4), Version 1.0, pp.52-59. Online ISSN: 0975-4172 & Print ISSN: 0975-4350.
  14. Wong, C.B., Ng, H.C., Wong, K.L.K., & Wong, M.H. (2012). The relationship between shopping mall attributes, customer satisfaction and positive word-of-mouth: China visitors in Hong Kong. Global Journal of Management and Business, 12(3), Version 1.0, pp.49-62.
  15. Wong, C.B. (2011). The influence of satisfaction and relationship commitment on student loyalty in self-financed tertiary education institutions. World Journal of Management, 3(1), pp.1-14.
  16. Wong, C.B. (2011). The effect of satisfaction and switching costs on customer retention: retail Internet banking services. Global Economy and Finance Journal, 4(1), pp.1-18. 
  17. Wong, C.B. (2011). Perceptions of customer satisfaction, switching costs and customer retention: An empirical study of basic and advanced Internet banking users in Hong Kong. Global Journal of Management and Business, 11(2), pp.57-66.
  18. Wong, C.B., & Mula, J.M. (2009). The moderating effect of switching costs on the customer satisfaction-retention link: Retail internet banking service in Hong Kong. IBIMA Business Review, 2, pp.20-28. 
  19. Wong, C.B., & Mula, J.M. (2009). The moderating effect of switching costs on the customer satisfaction-retention link: Retail internet banking service in Hong Kong. 11th IBIMA Conference: Innovation and knowledge Management in Twin Track Economies  (pp. 1773-1781). Cairo, Egypt. ISBN : 978-0-9821489-0-7.
  20. 王 志 寶 、 梁 詩 明 (2009) ，金 融 海 嘯 下 預 期 就 業 安 穩 信 心 及 預 期 經 濟 前 景 對 香 港 市 民 消 費 意 欲 的 影 響 ，於 司 徒 永 富 、陶 濤 ，金 融 海 嘯 對 中 港 兩 地 的 影 響 (頁 205-220) ，香 港 : 匯 智 出 版。
Research Interests
  • Strategic impacts of information systems and technology
  • Factors affecting technological adoption
  • Factors affecting customer satisfaction and loyalty
  • E-Commerce